The standard social content pipeline is broken into pieces: a strategist briefs, a designer designs, a copywriter writes, a community manager posts. The result reads exactly like what it is — a stitched-together output, where the copy doesn't know what the visual is doing and vice versa.
Editorial social — the kind major magazines do — works the other way. The piece is conceived whole. Copy and visual are inseparable. The principal here has run a music journalism column for years and writes social with the same craft she applies to long-form. Our design partner trained in editorial design in New York. The combination is rare in the agency market.